A quiet recalibration is underway in the smartphone market following reports of underwhelming sales for Apple’s recently released iPhone Air. The device, intended to push the boundaries of smartphone form factor, is now prompting a wider industry reassessment of the demand for ultra-slim “Air” models, with implications for both Android and iOS manufacturers. Sources indicate that several major chinese brands are pausing or canceling similar projects as they monitor consumer response to Apple’s offering, signaling a potential shift away from prioritizing sleekness at the expense of other features.
Reports suggest that a wave of caution is sweeping through the smartphone industry following Apple’s experience with the iPhone Air. Initial reports indicated Apple was disappointed with sales figures for the ultra-thin device, leading to the complete postponement of any new versions, according to multiple sources.
Now, Chinese manufacturers appear to be reassessing their own plans for similar ultra-slim Android phones. Sources cited by Sina Finance and Jiemian.com reveal that Xiaomi, Oppo, Vivo, and other Chinese companies have either canceled or adjusted development programs for “Air” models. The shift comes as manufacturers closely monitor the market response to Apple’s offering.
Xiaomi reportedly had a phone resembling the iPhone Air nearing production, but the project has now been scrapped. This decision underscores the potential risks associated with pursuing ultra-thin designs, particularly if they don’t resonate with consumers.
From the outset, the iPhone Air didn’t generate the same level of excitement as other Apple products. It remained readily available for immediate delivery even as iPhone 17 Pro orders faced significant delays. Subsequent reports confirmed limited consumer interest in the slim phone, prompting Apple to drastically reduce production orders. Some rumors even suggested a complete halt to production shortly after its launch, as reported by Connect.ro. The iPhone Air was initially touted as a potential step towards integrating point-of-sale (POS) functionality, with rumors suggesting it would accept contactless payments after a future update, as Connect.ro reported in January 2022.
Apple isn’t alone in facing challenges with ultra-slim designs. Samsung has also reportedly canceled plans for a successor to the Galaxy S25 Edge, its own ultra-thin phone released earlier this year, according to industry sources. This suggests a broader industry trend of re-evaluating the viability of prioritizing extreme thinness in smartphone design.
